LONDON, United Kingdom — Renowned London nightclub Ministry Of Sound has launched a brand new gym concept in a bid to shake up the UK’s boutique fitness market.
Located in the club’s previously hidden booze vault, ‘Ministry Does Fitness’ claims to be the capital’s first workout space that actively encourages gym goers to work hard and play harder. The newly renovated studio houses a fully licensed bar, tempting customers to stick around and enjoy cocktails post workout.
“We’re ripping up the rule book,” explained Ministry Does Fitness General Manager, Olivia Brafman.
“Life is all about balance and not slaving away in the gym with only a carrot at the finish line. We want our customers to come to The Arches to sweat their arses off, have fun and celebrate a good workout at the bar where the party continues.”
According to Brafman, Ministry Does Fitness has been created to offer Londoners a new experience when it comes to boutique fitness. Paying special attention to the social side of working out, the new concept which has been built around the ethos ‘Be Good to be Bad’, prides itself on being an unpretentious gym for real people.
Taking a no-frills approach, the gritty decor borrows from the nightclub’s grungy vibe, with posters on the walls actively banning perfect gym-selfies, while classes priced at £14 per session highlight the brand’s attempt to target a younger and less affluent demographic – an audience that already identifies with the Ministry brand.
And, the crossover between the club and gym doesn’t end there. In continuation of Ministry of Sound’s immersive club nights, Ministry Does Fitness uses the same state of the art sound system, specially curated and unique playlists and club-style lighting to bring its classes to life.
Meanwhile, on the fitness side of things, the studio’s programme created by superstar trainer Harry Jameson boasts an expert team of trainers delivering five different classes focused around purpose built training stations. Each zone features a selection of versatile equipment including treadmills, kettlebells, weights, TRX and benches to be used to test and challenge.
With the boutique fitness category currently driving the majority of growth within the fitness industry, it’s easy to assume that Ministry’s transition into the market is little more than opportunistic. However, accumulating 25 years of clubbing expertise, as well as boasting millions of sales from its series of workout compilation CDs, the brand has been eyeing the proposition for a while, viewing it as a natural progression.
In fact, Brafman who has been working with Ministry of Sound for over a year to bring the fitness concept to life guarantees that the longstanding brand is perfectly positioned to tackle experiential fitness.
By harnessing their experience of creating unique events that take the mind and body on a journey, while connecting a community of like-minded people, Ministry Of Sound has the upper hand when it comes to understanding the parallels between working out and clubbing. An understanding the brand plans on leveraging to encourage consumers to fully embrace the relationship between health and hedonism.